The Struggle Of Luxury Industry In The New Era

If consumers are told that they are the most important brands in his mind, maybe

The leading brother Louis Vuitton or Gucci is lucky to be selected.

In the past years, luxury goods have been praised as the best brand premium industry. The classic style, the high price tag, the shocking historical story and the indifferent store atmosphere have been held up.

These two words are chewing.

This word.

According to the world clothing and shoe net, recently, a list of the top 100 brands released by Interbrand, a brand consultancy, shows the struggle of the luxury industry in the new era.

Of course, this is judged by the whole industry. The number of luxury companies and fashion companies listed on the list is very small. On the contrary, technology companies including Apple, Google, Microsoft, Amazon, Facebook and IBM are very aggressive.

The number of fashion brands is also low.

According to the report, the top 10 brands directly account for 42% of the total value of the top 100 brands. Among these brands, only fourth of Coca-Cola, seventh of TOYOTA and ninth of Mercedes Benz are not technology Internet companies.

And in this year's growth rate to two digits of the 16 brands, nor have seen any fashion brand name, the top brands are Facebook, Amazon, Adobe, Adidas, Starbucks, Goldman Sachs, HUAWEI, Morgan Stanley, FedEx and PayPal.

Although Amazon and Adidas have made many businesses close to the fashion industry, especially the luxury goods industry, the gap between the overall brand value of the fashion industry and technology and finance is widening.

In the top 100 brands, only Louis Vuitton ranked nineteenth, H&M ranked twenty-third, ZARA ranked twenty-fourth, Hermes ranked thirty-second, Gucci ranked fifty-first, Cartier ranked sixty-fifth, Tiffany ranked eighty-first, Burberry ranked eighty-sixth, Prada ranked ninety-fourth, Dior ranked ninety-fifth.

Moreover, brand value of H&M, Tiffany, Prada and Burberry brands are declining.

This is related to the pformation of luxury goods industry.

Burberry can be said to be a representative of the reformists. In recent years, in the field of digitalization, it has also adopted the innovation of business mode, that is, show buying, and the brand value is at a floating stage. However, according to Luca Solca, director of luxury Analysis Department of Paris bank, the problem of Prada is more obvious. One is the lack of entry-level price products, the two is the weak marketing ability, and the brand reaction is slow in the digital pformation stage.

"There is no doubt that Prada is still the most attractive luxury brand in the world, but its true vision has not yet been realized. In recent years, there has been an expansion of its original strategy. In short, there is a lot of business that needs to be adjusted."

Solca has said to Business of Fashion.

Brand preservation depends on cultural construction.

Compared with the declining fashion brands, some luxury goods have maintained a relatively stable state.

For example, compared with last year, the ranking of Louis Vuitton has not changed.

With Dior and Moet&Chandon, LVMH is the only big company that has 3 brands at the same time.

The report says this is because the LVMH group is still very good at linking brand and cultural content.

Gucci's brand value also increased by 6% over the same period last year. In the past year, Gucci has done a lot of cooperation with artists, exhibitions and so on, and gradually formed an integrated cultural platform.

And this way of operation is not only manifested in the end of the consumer, but also internalized for the company's internal corporate culture.

Marco Bizzarri, chairman and chief executive of Gucci, said that the luxury industry had a disruptive opportunity in the 2016. Both business and creative activities should focus on innovation, especially to create a noticeable brand narrative and corporate culture.

It is these soft power that laid the foundation for the Gucci2016 revenue growth rate up to 51.4% in the fiscal year.

"If you don't want to pay for brand culture, you will not pay for brand products."

LVMH group chief digital officer Ian Rogers told Interbrand.

The trend of brand export culture is no longer a patent for fashion brands.

With the development of the Internet, the principle of "user center" is becoming more and more important. Technology companies are also learning more interesting and richer brand building strategies. Over the past year, Apple and Google have been investing in design and art projects. With the strong product iteration capability, the brand value of technology companies has grown very fast and slowly overtaking fashion brands.

In the future, exporting truly valuable content to consumers or users will become the mainstream.

According to Interband, brand growth is now dependent on internal and external explosive force, because younger generation of customers care much about the values and aspirations behind the purchased brands, which will influence their consumption decisions.

This is why LVMH and Gucci's parent company Kai Yun group pay more and more attention to the reasons for promoting corporate social responsibility. In today's brand scoring system, researchers have also increased the weight of internal staff perceptions.

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Understanding customers depends on data driven

In addition, the influence of the top 100 brands in social media is also regarded as one of the most important indicators.

Although the brand value of Hermes ranked before Gucci, but because of its low profile on weekdays and less marketing activities, the discussion of Hermes on Facebook and Twitter was far lower than Gucci.

The report points out that 74% of the companies today are driven by data driven improvements in consumer experience.

Social media distracts consumers and speech, so it is necessary for companies to integrate fragmented information voluntarily.

Unlike previous quantitative data obtained from quantitative surveys, data based on social media or digital platforms are more comprehensive and authentic.

Accordingly, the company's insight based on consumers should be more innovative and accurate.

This is also the reason why technology industry and fashion industry frequently cross the border in recent years.

For example, in September 2015, LVMH group announced that it had dug people from Apple and placed the Ian Rogers of Apple Music Station in the position of chief digital officer of LVMH.

For the time being, Rogers's biggest job recently is to build and build the first luxury electric business of the LVMH group, "24 Sevres".

Meanwhile, Apple Burberry, a senior vice president of Angela Ahrendts, who has been dug from Burberry, has also made a great contribution to the iPhone X conference. The reason is that the Burberry pink lace windbreaker she wore in her speech was too eye-catching in the speech, triggering a discussion and search in the US.

This means that public participation has become an important factor for the brand to measure market influence. When netizens write a few words on Instagram or Twitter, their attitude has become the core of all brand research, and even has become a guide for brand product development and marketing promotion strategy.

It is worth noting that technology companies and financial industry have become the leading force in digital pformation because of their early control of data, but fashion brands are slightly slower in this regard.

Moreover, providing customer experience is not simply to improve services or improve infrastructure, but also to share the sense of value and goal.

More interesting reports, please pay attention to the world clothing shoes and hats net.